Hindering Factors in Online Banking : What Hinders Swedbank’s Customers From Using Online Banking?

Abstract: Background: Despite the fact that online banking is a widespread phenomenon, it is yet to be fully utilized by customers. Banks are constantly developing their digital channels in order to fit the needs of the customers and to operate more efficiently. However, for certain scenarios the customers still visit the branch offices instead of choosing the online channel.                                                                                                                    Purpose: Through identifying the hindering factors, the purpose of this study is to investigate why customers that have adopted online banking still visit the brick and mortar office for certain banking services (specifically pre-approval of mortgages, mortgages, and unsecured personal loans).   Method: This is a qualitative case study performed through conducting in-depth interviews. The sample consists of six Swedbank customers.   Conclusion: Findings show several factors that have an influence on the customers’ decision to use digital channels for the three specific banking services. Low awareness appears as a key hindering factor, affecting trust, risk, perceived usefulness and perceived ease of use. Perceived ease of use was also found to be a key hindering factor as the customers perceive the process as rather complex.